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Why Do We Follow? Psychologische Mechanismen und soziologische Modelle hinter dem Erfolg von Influencer-Marketing

In: Influencer Marketing

Author

Listed:
  • Ann-Kathrin Harms

    (HSBA Hamburg School of Business Administration)

  • Susanne Wilpers

    (Hochschule Heilbronn)

Abstract

Zusammenfassung Warum üben Influencer eine so starke Anziehungskraft aus? Das Kapitel beleuchtet die individual- und sozialpsychologischen Theorien hinter dem Erfolg von Influencern. Es erklärt, wie unter anderem Identifikation, soziale Bestätigung, Gruppendynamiken und parasoziale Beziehungen das Verhalten der Follower beeinflussen. Zudem wird eine Verbindung zwischen historischen Rollenkategorien und modernen Influencertypen hergestellt. Darüber hinaus werden strategische Implikationen für das Influencer-Marketing diskutiert. Während Influencer eine inspirierende, informierende und unterhaltende Funktion erfüllen, können sie auch dysfunktionale Verhaltensweisen verstärken. Die Erkenntnisse bieten wertvolle Einblicke für Unternehmen und Konsumenten, um den digitalen Einfluss von Influencern auf psychologische Konstrukte bewusst zu reflektieren.

Suggested Citation

  • Ann-Kathrin Harms & Susanne Wilpers, 2025. "Why Do We Follow? Psychologische Mechanismen und soziologische Modelle hinter dem Erfolg von Influencer-Marketing," Springer Books, in: Marlis Jahnke (ed.), Influencer Marketing, edition 3, chapter 2, pages 23-58, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-48569-6_2
    DOI: 10.1007/978-3-658-48569-6_2
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